Blogger News: The first interactive luxury marketing campaign using new 3D technology 15.12.15

Burberry partners with DreamWorks Animation and NOVA.

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Burberry partners with DreamWorks Animation and NOVA to create the first interactive luxury marketing campaign using new 3D technology

Burberry has become the first luxury brand to partner with DreamWorks Animation’s newly formed technology company NOVA, to launch an interactive marketing campaign featuring brand new 3D technology.

Using the NOVA media visualisation platform, Burberry has designed a brand new digital out of home experience, featuring computer-generated versions of its iconic heritage scarf that users will be able to personalise and play with on the world famous ‘Curve’ screen in Piccadilly Circus, London.

The campaign will allow up to five users to explore the full range of Burberry scarves on their mobile device, monogram their favourite and see it appear on the giant screen where it will fly around directed by the motion of their device.

They will then have the option to purchase their scarf on Burberry.com or receive directions to the nearby Regent Street flagship store.

Christopher Bailey, Chief Creative and Chief Executive Officer of Burberry said:
“DreamWorks Animation is peerless in the work that it has done on the big screen in so many stunning films. They have constantly pushed the boundaries of what is possible in digital animation and with their latest NOVA platform we have been able to partner with them to create something really beautiful and engaging for our customers. We are thrilled to be working with such an incredible company led by Jeffrey Katzenberg - a truly innovative and creative thinker. We are looking forward to seeing how audiences react.”

Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation said:
“Burberry is a world leader in luxury, and, leveraging NOVA’s technology, we’re thrilled to help them demonstrate a new and innovative product experience that enables consumers to both personalize and visualize the iconic Burberry scarf.”

“We’ve paired our state-of-the-art renderer, the same type of technology we use to power our 3D films with our highly-scalable digital asset management solution -- all delivered through a cloud-based platform. Put simply, the result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores.”

The experience will launch on the 14th December at 10am GMT and will run 24 hours a day until the 31st December.

About the experience

The festive scarves video will play constantly on the screen to invite users to connect and play

Users are invited to go to Burberry.com/play to take part using their mobile device

Users are invited to choose their favourite scarf, which then appears on screen by flicking their mobile device

Once the user has thrown multiple scarves to explore the selection they can choose to monogram

A maximum of five people can play at once

After seeing their monogrammed scarf on the screen and on their device the user can go to Burberry.com or 121 Regent St to purchase